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5 Types of Sponsorship Letters and How to Write Them

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Published January 9, 2023 Reading Time: 7 minutes

Nonprofits and charitable organizations can reach more donors with a sponsor. Let’s take a look at five types of sponsorship letters and how to write them in a way that stands out. Get ready to nail your sponsorship request and secure more funding and awareness for your nonprofit organization.

What Is a Sponsor Letter?

A sponsorship letter is a donation request that asks a company or individual to sponsor an upcoming event, project, or activity. The purpose of this kind of fundraising letter is to convince the benefactor that your fundraising event or project deserves their support.

Sponsorship letters are one of the most common donation request letters because they are versatile. You can use them to ask for support from individuals and companies, and you can ask for any amount of money.

The letter should include information about the benefits of sponsorship, such as how it helps the sponsor increase visibility and build their brand. It should also provide details about how much money the prospective sponsor will receive for their support and how long the sponsorship will run for.

What is the benefit of a fundraising or event sponsorship?

For a nonprofit, corporate sponsorship is part of managing a well-rounded fundraising plan. It’s a way to accomplish more for its mission with financial help, auction items, or in-kind donation support from a business or corporation.

Nonprofits often have fundraising ideas that require more assistance than their teams can tackle alone. Bringing in partnerships from organizations that align with your cause unleashes new possibilities for communities in need.

For a business or corporation, a corporate sponsorship offers increased visibility within a community. The sponsoring business can establish its charitable image by supporting organizations that do incredible work.

Many consumers prefer a business that shows their investment in their community regularly, making a sponsorship opportunity an excellent way to make a big splash and bring a good cause to the forefront.

How do you ask for sponsorship?

Asking for sponsorship is all about making a good impression. A sponsorship proposal letter is both informative and persuasive. It should provide all the information a prospective sponsor needs to make an informed decision while also making the case for why they should support your cause.

Know your audience

Who is the person you’re asking for money? What demographic information is important to know? What do they like to read, what perks do they care about, and how can you relate to them? Make sure you’re speaking to them in a way that resonates.

Be clear about what you need and why it’s important

When you’re asking someone for sponsorship, it helps to be clear about your needs. Be specific about what you’d like them to sponsor, what timeframe you’re looking at, and the expectations that come along with a sponsorship of this kind.

You should also include your fundraising goal and the impact of that goal on your community. With that comes a clear outline of why this sponsorship is essential for your organization, project, or program.

How to Write a Sponsorship Request Letter?

Each sponsorship email will have a layout and content custom to its recipient and a timely ask. We laid out some must-haves in your sponsorship letter so you never miss an opportunity.

  • Include details about the sponsorship: You never want to leave your potential sponsor wondering what you’re asking them for. Lay out the details of the event or specific fundraising initiative and any sponsorship levels using enticing language.
  • Introduce yourself properly: Help your potential sponsor better understand and connect with your organization and its mission to ensure a natural partnership.
  • Personalize your letter: A good sponsorship request letter should be personalized with the name of the person or organization you’d like to sponsor your nonprofit. When it comes to proactive and effectivedonor management, personalization is key.
  • Keep it clear and concise: Even if your formal letter contains a lot of information, it should still be clear and concise so that it doesn’t confuse the reader or waste their time. Use a friendly tone, addressing the recipient by their first name, if possible.
  • Include next steps: At the end of your letter, ensure the reader knows what they should do next. Clearly state how they can confirm their sponsorship or who they can contact regarding any clarifying questions. You can also include a short postscript restating the call to action or adding an element of urgency to your request. Your P.S. is more likely to be read than any other part of your fundraising letter. Plus, letters including a P.S. have higher response rates than those that don’t.

How Do You Write an Email Asking for a Sponsorship?

In today’s online world of communication, your sponsorship letter will likely be in the form of an email. In alignment with top email best practices, you’ll want to think about a few unique ways to ensure your message is received, opened, and, most importantly—responded to.

  • Craft a compelling subject line: Include enough detail to be clear but enough flair to catch attention, like these email subject line examples.
  • Keep it brief: The best part about an email is your ability to use hyperlinks and reduce the amount of text.
  • Add visuals: The more you can show your organization off instead of just telling a sponsor why they should consider your request, the stronger connection you can build.
  • Add contact information: Don’t make your recipient search for a phone number or point of contact to respond to your ask, especially if the email is forwarded.
  • Plan for follow-up: Emails can easily get lost in the shuffle, but waiting about a week to send a follow-up can reopen the conversation without being too pushy.

5 Types of Sponsorship Letter Templates

Local Business Sponsorship Letter Sample

Subject line: Sponsorship opportunity | [BUSINESS NAME] x [NONPROFIT NAME]

Hi [NAME],

Our team at [YOUR ORGANIZATION] couldn’t help but notice the impact [LOCAL BUSINESS] has on our community here in [LOCATION]. We were wondering if you would be interested in a sponsorship for [FUNDRAISING INITIATIVE].

Becoming a sponsor can bring [LOCAL BUSINESS] new business and showcase how our values align in the mission to solve [YOUR MISSION/CHALLENGES AT HAND].

Here’s what it would look like:

  • [TIME COMMITMENT]
  • [FINANCIAL/PRODUCT/SPACE CONTRIBUTIONS]
  • [THE VALUE IT PROVIDES TO THEIR BUSINESS]

I can’t wait to talk more about this opportunity. I’ll follow up in a few days to check in and answer any questions if I don’t hear from you before then.

Best,

[YOUR NAME]

Corporate Sponsorship Request Letter Template

Subject line: Sponsorship opportunity | [COMPANY NAME] x [NONPROFIT NAME]

Hi [NAME],

Our team at [YOUR ORGANIZATION] is so impressed by [CORPORATION]’s vision and we see many overlapping values between our two organizations. We were wondering if you would be interested in a sponsorship for [FUNDRAISING INITIATIVE].

Customers who love your [PRODUCT/SERVICE] can see your values in action by teaming up to support our mission to solve [YOUR MISSION/CHALLENGES AT HAND].

Here’s what it would look like:

  • [TIME COMMITMENT]
  • [FINANCIAL/PRODUCT/SPACE CONTRIBUTIONS]
  • [THE VALUE IT PROVIDES TO THEIR BUSINESS]

I can’t wait to talk more about this opportunity. I’ll follow up in a few days to check in and answer any questions if I don’t hear from you before then.

Best,

[YOUR NAME]

Event Sponsorship Letter Template

Subject line: Sponsorship opportunity | [BUSINESS NAME] x [NONPROFIT EVENT NAME]

Dear [NAME],

We are writing to you today on behalf of [YOUR ORGANIZATION].

As an organization that provides [product/service], we can see [THEIR ORGANIZATION] becoming a wonderful sponsor for our upcoming event, [EVENT NAME].

Our team created [EVENT NAME] to bring together our supporters, potential new donors, and the community around our mission to solve [YOUR MISSION/CHALLENGES AT HAND]. We host this event at [venue]. We’ve invited several local businesses to participate as sponsors, with many donating products or services to auction off during the event.

The sponsorship would be primarily financed with a donation of any amount from $[DOLLAR AMOUNT] to $[DOLLAR AMOUNT]. If you choose not to give financial support, we’d love for you to consider donating something else—a service or product to help us put on a great show.

As an official sponsor of our event, your logo will appear throughout the festival space atop banners and posters. Your sponsorship dollars will go towards helping us cover the costs associated with putting on an event of this scale—from renting equipment and materials to securing the event space.

If you’re interested in sponsoring our event or learning more about how we can work together, please contact me at [PHONE] or email me at [EMAIL].

Learn more about how we plan to make a difference:

[EVENT LINK]

Thank you for reading about our mission. Please contact us if you’d like to find out more and get involved with our fundraising efforts.

Best,

[NAME]

In-Kind Sponsorship Letter Template

Subject line: In-kind sponsorship opportunity | [BUSINESS NAME] x [NONPROFIT NAME]

Dear [NAME],

We are writing to you today on behalf of [YOUR ORGANIZATION].

As an organization that provides [product/service], we can see [THEIR ORGANIZATION] becoming a wonderful in-kind sponsor for our upcoming [EVENT NAME OR FUNDRAISER].

Here’s a list of in-kind donations you can provide as a sponsor:

  • [ITEM 1]
  • [ITEM 2]
  • [ITEM 3]

All of these items help us in our mission to solve [YOUR MISSION/ CHALLENGES AT HAND].

As an official sponsor of our fundraiser, your logo will appear on all of our promotional collateral and drive traffic back to your business.

We need all in-kind donations by [DATE], which you can mail or deliver to [ADDRESS].

We can’t wait to hear back from you.

Best,

[NAME]

Bring Your Sponsorship Opportunity to the Next Level

Social Media

There are so many examples of corporate sponsorships that bring social media to the forefront. As you’re thinking through your sponsor letter, consider ways to add value through social awareness and sharing.

For example, do you have a branded hashtag that both your sponsors and your organization can use to promote your fundraiser or event? Do you have influencers who are partnering with you to build traffic to your site during this time that would add exposure for your sponsors too?

There’s a lot you can do online that sweetens the deal for potential businesses and organizations who are considering your sponsorship proposal.

Promotions and Incentives

The way you promote your sponsorship can draw in big names too. Get creative about ways to place your sponsors front and center across your donation website, communications, event branding, fundraising promotional materials, and physical signage.

The more real estate they can gain for their logo in correlation with your mission, the more they may want to give. This can also be a great way to segment different sponsorship levels. Offer additional exposure opportunities for those willing to give at a higher level.

Thank you letters

Your nonprofit likely already knows the importance of sending adonation acknowledgement letter (also known as a donation receipt). Still, they should not be overlooked as a powerful way to show appreciation to your sponsors.

When your fundraiser or event concludes, get one step ahead of securing your sponsors for next year by giving them a strong reason to stay connected. You could even make a phone call to thank each sponsor on a more personal level. Authenticity will go a long way when navigating the sponsorship process.

Nail Your Sponsorship Request Letters

A sponsorship letter isn’t just a letter — it’s a go-to tool designed to build partnerships that raise money and awareness for your organization. They allow you to share your story, explain your cause, and tell people why they should join in. No matter which of these five sponsorship letters you send, ensure you do your homework and convey a clear, compelling message.

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